When was the last time a limited release was really hard to get?

As long as I have been collecting(about 3 years), none of the limited releases have felt truly exclusive. In the past I remember the holiday and My Girl lines seemed very limited, but this year, both were fairly easy to get and sat at my local stores for days. Is this just the new strategy for the brand, or were limited models never meant to be that rare? It has certainly worked on me, since I dont really consider any of the limited models anymore for my collection and am focused on trying to buy a tour putter